A Deconstructed Ad

 

This is a Name Calling ad, targeting the McDonald´s brand. As an image is worth a thousand words, the massive space that this fat Ronald McDonald is using atracts the customer´s view in a matter of seconds, which is crucial to contrast the point that the picture is trying to achieve. The slogan is the traditional one from McDonalds, "I´m loving it", which in this case is not used because of it´s catchiness, but because it uses a phrase said by the brand, which is now being used to tell people the fact that "they are loving the unhealthy food". This ad has no copy, given that the only and central text is te one we just mentioned. As this is not an ad directly from McDonalds but a name calling ad, the brand signature  wouldn´t exist. However everyone can refer to McDonalds given the classic clown and the colors, as well as the slogan. A rethorical device used is the allusion, given that they are referring to McDonalds famous "I´m loving it", using it against them.

Procrastination refers to the practice of carrying out less urgent tasks in preference to more urgent ones, posponing tasks. This is another good example for name calling ads, given that it targets the famous social media Facebook. The image is simple and concrete, so people could relate it inmediately to Facebook, creating a more direct message to the viewer. The slogan is not taken in count, but the text says "procrastination" instead of "Facebook", which stands for people who probably uses too much Facebook, being characterized by being apathetic and laid-back, there the term procrastination. Copy is again inexistent, as well as the signature, because it obviously isn´t an ad directly from the brand, but an ad that represents a critic to the social network.